cpna-12When it comes to beauty brands, there’s good news: the demand for digital content has never been higher, or more accessible for consumers. Social Media has allowed beauty brands to create a more viable experience to learn, share and try new products. Where other industries may be challenged, it’s easier to create an engaging video tutorial for makeup application or a new hair product than ever before. Through culturally­relevant, highly shareable content such as expert tips, incentives and giveaways, beauty brands have taken advantage of the high demand for constant digital and social content. Platforms like YouTube, Instagram, Facebook and now Snapchat have allowed consumer engagement to increase leaps and bounds leading to not only views but engagement ultimately driving sales.

Brands should focus on creating an engaging mix of text, photo, and video content to specifically help target consumers online in innovative ways that make sense for their line or products.

Start with an audit to discover who your brand is and how that translates on social. Focus on finding your voice ­ the inspiration and strategy will follow. What is your competition doing to reach audiences and promote their brand? How can you compete while standing out? FIND YOUR WHITE SPACE! What brands, both inside and outside of your industry, do that you admire and why? Is it their sense of humor, cultural relevance, tone or is it simply their images that you like? During this process, it is essential that you stay to true to what is special to YOUR brand ­­­ this is not a time to keep up with the “Joneses”!

Take a blank canvas and create a mood board for your brand ­ what do you want to represent, what inspires your brand, what is your brand all about? Consider your preferred aesthetics ­ do you like moody photos or colorful, bold colors? Do you gravitate towards a retro vibe and witty tone like Benefit’s blog design or are you able to pull off the slightly aloof tone and aspirational lifestyle content like Chanel, which is exactly what consumers expect from such a long­standing brand? Do you like the fresh­faced, sophisticated, and All­American tone of Bobbi Brown or are you more drawn to the dramatic and bold tones of MAC Cosmetics?

Your mood board should reflect your preferences as well as share the fundamental values of your brand. Going through the audit and mood board process will allow you to see the foundation of your social media plan. Even if you have started social media marketing, it’s always ok to pivot and change up your strategy to drive impact.

Once you’ve developed an audit and created a mood board, now what? Here are some simple factors to consider when building a content strategy: ∙

How broad will your content be?
Will it extend beyond the beauty vertical? ∙
What content makes the most sense for your audience? ∙
What is the aesthetic of the content?
How will its appearance contribute to a fully branded experience?
∙ What will the individual content pieces and pages look like?
How will the design impact users and how they access content? ∙
What is the tone of your content? How will this correspond to overall branding? ∙
How can you get creative with ways to engage your audience and encourage them to contribute their own content to your channels?

Remember that to retain audiences and to keep them coming back, your brand personality, tone, and atmosphere should resonate with your fans. This will help your content stand out as well. Know your strengths on social platforms – if visuals are your strong suit, going all out on Pinterest and Instagram can help you stand out and acquire followers in a less traditional way.

By stretching your imagination to find ways to integrate your own branded channels and enabling users to create content, you’re also helping to stretch your overall marketing budget. The key is thinking cleverly about how to create interactive, as well as engaging, content specific to your beauty brand.

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